The collaboration took place within the broader framework of SEPHORIA, a seasonal event organized by Sephora in the GCC. While L’Oréal holds a strong market position with its Luxe and consumer product divisions, much of its point-of-sale marketing in the region remained reliant on conventional flat print and static visuals. The challenge was to shift from passive shelf presence to a more engaging and educational retail setup, amidst intense competition from international beauty brands. The strategic goal was to make skincare and makeup more approachable and digitally connected for a tech-savvy, promotion-sensitive audience.
We set out to create a modular and digitally-enhanced retail space that would elevate brand presence, drive customer interaction, and simplify product education and conversion.
Altavia Middle East coordinated the full activation and delivery of in-store visibility materials, combining classic POSM with interactive elements to redefine the shopper journey:
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– End-to-end deployment completed in time for peak holiday footfall.– Enhanced dwell time in skincare and bodycare aisles observed anecdotally via store teams.– Seamless integration of POSM with Carrefour’s e-commerce platform via QR scans.– Successful presentation of new products and claims with heightened shelf impact.
While no formal KPIs were disclosed, internal teams validated the success of the transformation as a scalable format for future activations across the region.
